Web Design Orange County, Digital Marketing Orange County https://www.theartofonlinemarketing.com Mon, 22 Aug 2022 23:04:54 +0000 en-US hourly 1 https://wordpress.org/?v=6.1.1 https://www.theartofonlinemarketing.com/wp-content/uploads/2019/11/fav1-100x100.jpg Web Design Orange County, Digital Marketing Orange County https://www.theartofonlinemarketing.com 32 32 Holiday Shopping Starts Earlier Than Ever https://www.theartofonlinemarketing.com/2022/08/holiday-shopping-starts-earlier-than-ever/ https://www.theartofonlinemarketing.com/2022/08/holiday-shopping-starts-earlier-than-ever/#comments_reply Mon, 22 Aug 2022 10:05:48 +0000 https://www.theartofonlinemarketing.com/?p=14291 It’s time to change your holiday plans. Your audience sure has!  People are searching and cataloging ideas for their holiday shopping earlier than ever. Not just weeks earlier, but months. This revelation is essential to your business – if people…

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It’s time to change your holiday plans. Your audience sure has! 

People are searching and cataloging ideas for their holiday shopping earlier than ever. Not just weeks earlier, but months. This revelation is essential to your business – if people are planning their shopping earlier, you need to plan your marketing earlier to keep pace with your customers.

If you don’t, you’ll be starting after they’ve already shopped around, and your promotions will be left in the dust.

Why wait to reach your most enthusiastic customers?

When you connect with the early planners, you connect with the household CEOs – a larger audience that purchases and spends more. Get in touch with them first and you have the chance to be their first choice for shopping.

However, even though marketers and businesses have prioritized these planner-types, they often make some completely wrong assumptions about the timing of their promotions. I recently heard from a CMO, “I’m going to hold off on my Halloween, Thanksgiving, and holiday marketing. No one thinks that far into the future, yet.” Right?

Absolutely not! The latest research shows the opposite. Consumers are not waiting around – in fact, they started earlier than ever last year. 46% of consumers surveyed by the National Retail Federation had already started their shopping earlier than they did in 2021. 61% of consumers surveyed in early November had already started their holiday shopping, up from 59% last year and just 51% a decade ago. Shockingly, more than one-quarter of total holiday shopping had been completed by early November.

So, what changed the behavior of consumers?

Some consumers may start shopping around earlier in the year to help spread out their purchases instead of spending a big sum all at once. This is a continuing trend from the 2021 holiday season, when consumers started their holiday shopping earlier than ever due to growing supply chain and shipping issues. With growing interest rates and overall inflation, these shopping concerns are compounding.

There are also more emotional reasons that many shoppers are starting earlier than ever. Consumers crave the comfort of the holidays after a tough year. What once felt more like a chore now feels special – even alleviating – and has taken on new meaning. It’s something to look forward to, now more than ever, and that’s motivating consumers to buy earlier.

Keep this in mind when moving forward with your holiday marketing.

Research shows that this year, consumers are explicitly looking to brands for help with navigating the changing holiday climate while still making the festivities feel special. As you plan your holiday promotions, you should think about how to meet the early planner’s needs. For example, consumers on Pinterest who plan early are more likely to self-gift as well. Pinterest is even predicting that they’re more likely to be first-time hosts.

From self-gifters and traditionalists to rookie hosts and ship-conscious shoppers, consider these different planner archetypes when creating your holiday promotions.

You need to follow the lead of your audience. If they’re early, you should be early. Position your brand so that it’s the one that they discover first.

We recommend starting your offers in the first week of November. Give yourself the time you need to plan your promotions, optimize early enough to get SEO results, schedule your ads, reach out to influencers and partners, etc. If you’re going to be ready to keep pace with your audience this holiday season, you’ll need to have already started or jump on it now!

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ADA Website Compliance in 2022 https://www.theartofonlinemarketing.com/2022/01/ada-website-compliance-in-2022/ https://www.theartofonlinemarketing.com/2022/01/ada-website-compliance-in-2022/#comments_reply Mon, 31 Jan 2022 13:00:19 +0000 https://www.theartofonlinemarketing.com/?p=13984 What is Website Accessibility? The Web Content Accessibility Guidelines (WCAG) are a set of rules, behaviors, code standards and design guidelines that are meant to allow people with disabilities to effectively use websites. Altogether, they are composed of: WCAG 2.1…

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What is Website Accessibility?

The Web Content Accessibility Guidelines (WCAG) are a set of rules, behaviors, code standards and design guidelines that are meant to allow people with disabilities to effectively use websites.

Altogether, they are composed of:

  • WCAG 2.1 Compliance
  • ADA Title III Compliance
  • Section 508 Compliance
  • ACA/AODA Compliance
  • EAA/EN 301549 Compliance
  • And IS 5568 Compliance

In the past, lawyers and specialty companies have been able to leverage their knowledge of these extensive guidelines to charge businesses high fees in order to make their websites ADA compliant. Now, however, there are easier and more affordable solutions on the market. But we’ll get back to that later!

First, let’s talk about how the WCAG works and the alarming rise in ADA lawsuits that are now hitting businesses hard.

The Facts

The W3C (The World Wide Web Consortium (an international community where Member organizations, a full-time staff, and the public work together to develop Web standards) has created the WCAG (Web Content Accessibility Guidelines), which are meant to explain and guide developers on how to make websites accessible.

These guidelines have been adopted by many governments around the world and are now a part of various legislations, such as the ADA, EN 301549, Section 508, and more.

The WCAG focuses on three main areas of accessibility:

  1. Blind people using screen-readers (JAWS, NVDA)
  2. People with motor impairments using the keyboard
  3. And a variety of other disabilities such as color blindness, epilepsy, and minor visual impairments that are mainly focused on the UI (user interface) and design of the website (color contrasts, animations, fonts, etc.)

In order to be ADA compliant, websites need to be accessible to all of these disabilities and impairments. If a business fails to provide this website accessibility, it is liable.

That means lawsuits and demand letters, no matter how big or small a business is!

ADA Lawsuits & Demand Letters

There has been a dramatic 300% increase in lawsuits and demand letters from 2018 to 2019, and a 12% increase from 2019 to 2020 despite the dip in filings due to the COVID-19 pandemic.

This is because the DOJ affirmed that Title III of the ADA (which focuses on private businesses “public accommodations”) applies to websites in Nov 2018.

This affirmation has resulted in an estimated 265,000 demand letters sent in 2020 alone.

Unfortunately, very few businesses have been able to respond to these demand letters without paying a lot of money. 93% of demand letters have been settled outside of court for $20,000 – $150,000. That’s an average of $85,000!

ADA website compliance has become a very expensive lesson for many businesses to learn.

An Easy Solution to ADA Compliance

We’ve partnered with the #1 automated web accessibility solution for ADA & WCAG Compliance, powered by artificial intelligence.

This AI-powered solution is revolutionizing the accessibility industry by making web accessibility effortless, automatic, immediate, affordable, and most importantly, in compliance with the WCAG 2.1, ADA, Section 508 and other worldwide legislation.

This software was developed side-by-side with people with disabilities and leading experts in accessibility and assistive technology. To date, websites using this software have not lost an ADA compliance lawsuit (over 130,000+).

The Compliance Process

It’s quick and effortless for your website to become ADA compliant with this artful solution:

  1. We add customized color-coded JavaScript programming to the website
  2. The accessibility interface instantly appears on the site
  3. The background AI starts scanning and analyzing your entire site
  4. After up to 48 hours, the website is compliant and certified
  5. Every 24 hours, the AI scans for new and revised content to fix and monthly reports are run and saved.

Here’s how the software works…

Accessibility Interface:

The foreground application handles the user interface (UI) and design accessibility requirements, allowing persons with specific disabilities to adjust the website’s UI and design to their individual needs.

The interface includes font handling, color handling, animations, content highlighting, audio muting, cognitive disorders, and other options.

Background AI:

The background AI (artificial intelligence) mostly relates to blind people’s screen-reader adjustments, and keyboard navigation optimizations for people with motor impairments.

Its solutions include ALT (alternate text) attribute creation for images using image recognition and OCR (optical character recognition) technologies, form label creation and handling link/button icons using a contextual understanding technology, as well as fixing dropdown menus, popups, forms, and more.

Making Your Website ADA Compliant

If you want to check whether or not your website is ADA compliant, you can run a quick audit here.

Any website that proves to be noncompliant is at risk of facing a lawsuit or demand letter, with an average of $85,000 in settlements. Let us help you protect your business and reduce your risk.

Click here to become ADA compliant today.

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Why Your Website Needs to be Mobile-Friendly https://www.theartofonlinemarketing.com/2022/01/why-your-website-needs-to-be-mobile-friendly/ https://www.theartofonlinemarketing.com/2022/01/why-your-website-needs-to-be-mobile-friendly/#comments_reply Thu, 06 Jan 2022 14:00:40 +0000 https://www.theartofonlinemarketing.com/?p=13975 Now more than ever is the time to make sure your website looks good and functions well on devices of all screen sizes. A whopping 56.75% of all global website traffic came through mobile phones in 2021. That’s a huge…

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Now more than ever is the time to make sure your website looks good and functions well on devices of all screen sizes. A whopping 56.75% of all global website traffic came through mobile phones in 2021. That’s a huge increase from just ten years ago, when phones only accounted for 6% of website traffic in 2011, and the number of mobile users grows exponentially every year.

Businesses missing out on that traffic are also missing out on money in the bank.

Sales & ROI

In reality, your website doesn’t need to have an online shop to be driving your revenue. Even if your site is purely educational, or acts as a simple online business card, losing a website visitor is the same losing a potential client or customer.

If someone has trouble navigating your site on their phone, or seeing your content because it’s too small on their screen, they aren’t going to stick around to give you their business. They’re going to go right to your competitors who DO have mobile-friendly sites.

The sales statistics are certainly compelling: 58% of all purchases made through multiple devices are using mobile over desktop to close the sale. Losing all that revenue can be damaging to any business, or at the very least keep it from growing.

Don’t Get Punished by Google

Did you know that Google cares about the mobile-friendliness of your website? If you don’t pay attention to the mobile experience, you won’t be happy with Google’s punishment. The search engine giant won’t even show your websites in its search results, because they think you provide a bad experience.

Even if you’re paying top dollar for search engine optimization (SEO), your site may not even rank in some cases. Google takes mobile-friendliness very seriously, and its web crawlers specifically look at the mobile version of websites to judge it.

If you want to be competitive, a good mobile experience is essential for both your website visitors and for you.

What is a Good User Experience?

Okay, let’s demystify what it means to have a mobile-friendly website!

One easy change is making sure the text size is big enough so that people don’t have to squint to read it. No one wants to have to bring their phone up to their nose so that they can see what’s on the screen. Likewise, your buttons should be big enough for people with clumsy fingers–please don’t make uncoordinated people like me have to click around 100 different times just trying to navigate to the next page!

Another important aspect of a mobile-friendly site is to make sure that your Call to Action (CTA) is above the fold. The last thing you want to do is make your website visitors work for your content, and that includes forcing them to scroll down the page just to see your CTA or what next steps they should take.

Keeping your most important CTAs above the fold is difficult, because you may not have a lot of space. You might need to make changes to the mobile version of your page such as resizing your images, or reducing the amount of text so that you aren’t showing big walls of text and forcing people to scroll too much. It takes work, but a mobile-friendly website is worth everything you put into it and then some.

With over half of all traffic coming through mobile devices (and that number is growing!), who wouldn’t want a mobile-friendly site?

Making Your Site Mobile-Friendly

If you’d like us to assess your mobile website and help you create a better experience for your customers, let’s chat! Click here to schedule a free 20-minute consultation.

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Generate More Leads with SEO https://www.theartofonlinemarketing.com/2020/03/generate-more-leads-with-seo/ https://www.theartofonlinemarketing.com/2020/03/generate-more-leads-with-seo/#comments_reply Fri, 20 Mar 2020 05:35:11 +0000 https://www.theartofonlinemarketing.com/?p=13404 SEO is a very big deal and can have a huge impact on your business. It’s essential that your company have an impressive web presence and that potential clients and customers are able to find you online. So, what exactly…

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SEO is a very big deal and can have a huge impact on your business. It’s essential that your company have an impressive web presence and that potential clients and customers are able to find you online.

So, what exactly is Search Engine Optimization? Basically, its an all-encompassing term that describes the way to ensure visibility of your website and it’s pages and content on search engine results pages. From social media marketing and link-building to embedding keywords in your website that alerts search engines.

Search Engine Optimization (SEO) allows you to show up early in the online search results when people type in a service that you might offer that they want to learn more about. Often, these people are ready to take action and are looking for the right company to meet their needs. With SEO, we can limit the geographic information and focus on people in your immediate service area.

You should pay attention to several factors when you optimize your website for SEO:

  • Meta Descriptions: Help visitors to your site understand what each page is about by adding keyword-rich meta descriptions.
  • Speed: Your website should load as quickly as possible.
  • Keywords: Each page on your website should be optimized with keywords that are related to your target audience’s searches.
  • Headlines: Use your primary keyword in your page’s title and at least one subheading.
  • Images: When describing the images on your pages, use alternative attributes, such as the alt text, to incorporate your keywords to describe images.
  • Organization: Use H tags to structure all pages with semantically correct subheadings.

These are the bare bones of a good SEO strategy, but they’ll help you improve lead generation.

You know you want more leads for your business and you already have a great website to drive traffic to – but where do you start? With SEO, you start with a plan! When you need search engine optimization, we can provide a comprehensive discovery process and plan that will give your business all the insights and information you need to start your campaign.

Our eSearch SEO Plan includes:

  • Research on your competitors
  • A list of keywords and the clicks you could get
  • How many people are typing in those terms
  • What type of work we need to do to outrank your competitors
  • A benchmark for what you’re coming up for now
  • The SEO campaign we recommend for your business
  • A $250 rebate toward the setup fee if you move forward!

Get the SEO plan you need to make your campaign a success and get the website traffic you need!

GET MY SEO PLAN

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Does Your Website Need to be ADA Compliant? https://www.theartofonlinemarketing.com/2019/11/does-your-website-need-to-be-ada-compliant/ https://www.theartofonlinemarketing.com/2019/11/does-your-website-need-to-be-ada-compliant/#comments_reply Mon, 04 Nov 2019 06:00:45 +0000 https://www.theartofonlinemarketing.com/?p=11710 Instituted in 1990, the Americans with Disabilities Act (ADA) was put into law as a way to ensure equitable public access to every American regardless of disability. This was primarily directed at businesses and organizations who served the public, meaning…

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Instituted in 1990, the Americans with Disabilities Act (ADA) was put into law as a way to ensure equitable public access to every American regardless of disability.

This was primarily directed at businesses and organizations who served the public, meaning that any non-residential entity should make strides to “reasonably accommodate” the common citizen. This included wheelchair ramps, Braille on public signs and ATMs, and more.

Though the directive was pretty clear to organizations about how they could create equitable access to their physical space, there was a lot of uncertainty surrounding websites. As more people around the world access websites as part of their normal day-to-day activities, the case for calling these virtual spaces “public accommodations” becomes stronger.

In fact, in 2017 there was a landmark lawsuit against Winn-Dixie (a large grocery chain in the U.S.) that sided with the plaintiff, stating that the retailer violated the ADA by not making their website accessible to the visually-impaired.

Because the grocery store required its customers to utilize their website to take advantage of their promotions and offers, the court declared that the company must update their website in accordance to the ADA and provide equitable access to all their customers.

And the lawsuits don’t stop there. As more businesses are investing in their online presence, they are overlooking their underserved customers and leaving them behind. This is leading to more lawsuits every year, and people are starting to take notice.

What can a business do to protect itself?

While it may be unlikely that a small business website would be subject to a lawsuit, it’s easy to see a chain reaction forming after the case against Winn-Dixie. The future is changing fast, and you’d be remiss not to stay ahead of those changes.

The World Wide Web Consortium (abbreviated W3C) was created in 1994 to serve as an international group to help create standards and serve as an open forum regarding issues surrounding the Web.

Seeing a need to help serve the underserved, they developed the Web Content Accessibility Guidelines (WCAG) through a subdivision called Web Accessibility Initiative (WAI) that creates guidelines for web developers and organizations around the world on how they can create an online experience that supports all people, regardless of their disability.

It has gone through many years of iterations, learning from lawsuits, and working with disability communities, to publish several documents containing almost 40 different “success criteria” for businesses looking to streamline their online experience.

It’s important to remember that the goal of these guidelines isn’t to simply confuse organizations, or grant special privileges to the underserved. Rather, it’s to provide us with information on how we can create an online environment that can be easily experienced by all people. And that just ends up being good for business, anyway!

What can I do now to elevate my site?

While the guidelines can be expansive and at times confusing, there are some things that you can do to your site right now that will help immediately:

  • Your website must be mobile-friendly. This means that whether a user is visiting the site from a desktop computer or a mobile device, they should be able to access all your information easily.
  • If you have video content, you should ensure that the audio controls are functioning, and that you have closed captioning for hard-of-hearing users.
  • Your text, especially those mentioning promotions, should have the appropriate color contrast to your background. A higher contrast makes it easier for people to read. For instance, a white text on a light gray background would be a poor choice!
  • Your website images should have alt text and description tags, so that if the images do not load, or if a user is using technology that reads the page to them, then it’ll be easy to determine what the image is about.
  • Your hyperlinks must be labeled, or the intent of the link should be clear to the user.

There is so much more that goes into ensuring a website is ADA compliant. Many web agencies now, like ours, have spent hours reading over the legal documents and guidelines to understand more about creating an online experience that accommodates all people with disabilities.

If you have questions about your website or online marketing, we can help. Call (800) 764-8528 or click here to schedule your free consultation today.

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Google is Now Outsourcing AdWords Management https://www.theartofonlinemarketing.com/2019/08/google-is-now-outsourcing-adwords-management/ https://www.theartofonlinemarketing.com/2019/08/google-is-now-outsourcing-adwords-management/#comments_reply Mon, 19 Aug 2019 13:30:00 +0000 https://www.theartofonlinemarketing.com/?p=11683 Just this past month, Google started outsourcing some of its AdWords account management. Anyone who uses AdWords should be concerned, because up to now, Google has handled AdWords management by in-house reps that marketers could actually talk to. Now, however,…

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Just this past month, Google started outsourcing some of its AdWords account management. Anyone who uses AdWords should be concerned, because up to now, Google has handled AdWords management by in-house reps that marketers could actually talk to. Now, however, these new outsourcers are calling and emailing clients with a lot of misinformation.

So what exactly is going on here?

These outsourcers hired by Google are reaching out to AdWords account owners who haven’t changed to automated bidding. The emails are causing a lot of unnecessary worry and concern for AdWords clients because the way they are written are rather misleading – it’s leading many people to believe that this is a required update that they have refused to make to the account.

This is the email that is being sent to account-holders:

“This is Rohit, your Google Ads Account Manager tried reaching your Agency to provide the important updates missing in the account.

They have denied to take down the update which might affect your performance.

I request you to call me at the number given or schedule some time by clicking the link below.

Looking forward to hearing from you.”

However, automated bidding is a completely optional update. By suggesting that a business’s ad performance could be impacted without a change that isn’t even mandatory, businesses owners could panic to make the change – or if they’ve hired an agency to manage their ads, these emails could lead to clients losing faith in the marketing agency that they’ve hired.

Ultimately, this is an aggressive and deceptive strategy by Google to convince AdWords account holders to switch to automated bidding, which isn’t necessarily in their best interest.

Business owners and marketing agencies alike should be on the lookout for these emails and new outsourcers hired by Google. We recommend that business owners forward any emails like these directly to their marketing agency.

Got any other questions about Google AdWords or this update? Call our marketing team today at (800) 764-8528 or click here to schedule a free consultation.

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Why Yelp is a Necessary Evil https://www.theartofonlinemarketing.com/2019/07/why-yelp-is-a-necessary-evil/ https://www.theartofonlinemarketing.com/2019/07/why-yelp-is-a-necessary-evil/#comments_reply Wed, 31 Jul 2019 06:00:06 +0000 https://www.theartofonlinemarketing.com/?p=11674 Today when small business owners hear the word “Yelp”, many of them groan. We get it! For years, the popular social review platform had been under scrutiny for a variety of reasons – and not just from entrepreneurs. From allegations…

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Today when small business owners hear the word “Yelp”, many of them groan.

We get it! For years, the popular social review platform had been under scrutiny for a variety of reasons – and not just from entrepreneurs. From allegations of fake reviews to reports of aggressive Yelp Ads sales tactics, it’s quite impressive how the site is still holding strong after all these years. The reviews platform behemoth was founded in 2004, which is quite an achievement in longevity and its ability to stay on top.

Despite Yelp’s own contentious reputation, it ironically remains a very important part of any business’s reputation management and marketing strategy. This is especially true if you have a physical location for your business, which customers visit to obtain your services or goods.

A company’s Yelp listing ranks fairly high on search engines, so it’s still a great way for you to capture search traffic for your business. (This could work in tandem with your Google My Business listings and your other Search Engine Optimization efforts.) Yelp also makes it easier for people to find you online by putting your most important information near the top of the listing, including your address, phone number, and operating hours.

And this is all done without you touching your business listings.

Even if you don’t plan on creating any ads on Yelp (and we’re skeptical of their efficacy too), you should absolutely still create a business profile on Yelp and claim your listing. Whether you create a profile page for your business or not, users on Yelp will eventually create one on their own – and that’s if they have not done so already. In which case, it’s important to maintain control over your profile so that you can manage your reputation by thanking positive reviewers, addressing any negative reviews, and asking your happy clients to review you so that you can continue to build a good online reputation.

At the end of the day, 92% of users study online reviews before choosing a business – and Yelp stands at the top of the reviews platform mountain. On average, 63 million unique users log onto Yelp from their computers. Meanwhile, 69 million unique visitors log onto Yelp from their phone. Until another reviews platform comes along to kick Yelp off its throne, business owners would be sorely missing out if they didn’t take advantage of what Yelp does have to offer.

Here are some of the benefits of having a Yelp Biz profile:

  • Claiming your listings: You’ll need a business profile in order to claim your businesses on Yelp, and claiming your listing is important so that you can maintain control of your Yelp presence and manage your reputation.
  • Editing your listings: Once you’ve authenticated ownership of those listings, you can also edit some of the information that’s there. This includes contact info, normal operating hours and holiday hours, business description, and more. You can also upload your own photos for your business, giving you more control of your branding. When your information is accurate and you keep it up-to-date, people will have an easier time finding your business and becoming a prospect.
  • Responding to reviews: This is the big one. You cannot delete reviews from your Yelp listing, but you can certainly respond to them – and it’s in your best interest to do so! You can ask for more information, make amends, and extend a hand to improve their experience (meanwhile you can send a private message to continue the conversation). Your silence in the face of a negative review will send a poor message to readers and prospects, and don’t forget to thank positive reviewers too.
  • Flagging reviews for removal: While you can’t remove undesirable reviews from your listing, you can submit them to the Yelp operations team. If you can provide information as to why the review is inaccurate, or why you believe that the review is outright offensive or inflammatory, you can contest it with Yelp’s team.
  • Listing stats for more information: Yelp Biz also collects some information on the traffic to your listings. This will help inform your marketing and business strategy. (Remember, your reviews can be a good source of inspiration too!)

Thanks to Yelp’s years of turmoil, this site today is a fairly balanced system of businesses and customers – though it still has room for improvement.

If you really utilize your profile and work hard to manage your online reputation, many Yelp users will see that you’ve responded to reviews (both negative and positive), and that you’re genuinely trying to provide a good experience for all your customers. A negative review that’s been addressed can be more valuable to your brand than you think.

At the end of the day, it’s important to remember that it will be very beneficial for your business to have or claim a listing on Yelp. You cannot control what people say about you online, but you can at least join in on the discussion and help steer the conversation.

If you need help with managing your business’s reputation (because we know it can be overwhelming and time-consuming), give us a call. We’d love to chat with you about how we can help with your online reviews and growing your business. You can contact us here, or call us at (800) 764-8528.

You can also click here to get your free reputation management report!

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How to Boost Sales With A Website Lead Magnet https://www.theartofonlinemarketing.com/2019/04/how-to-boost-sales-with-a-website-lead-magnet/ https://www.theartofonlinemarketing.com/2019/04/how-to-boost-sales-with-a-website-lead-magnet/#comments_reply Thu, 25 Apr 2019 06:00:50 +0000 https://www.theartofonlinemarketing.com/?p=11619 Not every visitor to your website is going to make a purchase or schedule an appointment right away – so how do you capture the most prospects to convert them whenever they are ready? For many businesses, it’s important to…

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Not every visitor to your website is going to make a purchase or schedule an appointment right away – so how do you capture the most prospects to convert them whenever they are ready?

For many businesses, it’s important to “warm up” the prospect so that they feel comfortable making a transaction with you. Using lead magnets on your website to capture contact information is a great way to start a prospective client on the path to purchase.

Lead capturing is the process of collecting contact information from prospects so that you can market to them at a later time. Essentially, you offer a lead magnet such as a free report or free coupon on your website in exchange for the prospect’s information. It could be their phone number, email address, or mailing address – any of these pieces of info will give a business the opportunity to reach back out and build a relationship with the prospect, which helps increase conversion.

Why should I capture leads?

The primary benefit of capturing leads is that you’ll be creating a list of “warm leads” – people who’ve already expressed some kind of interest in your business or what you’re offering by downloading your free lead magnet. The ROI you get when marketing to a list like this should be greater than when you’re marketing to a “cold list” or a group of people who’ve never heard of you before.

Capturing leads on your website only gives you more leverage to make a sale later down the line. You can send subscribers a monthly newsletter, special offers, industry news, and more to continue building your relationship with them and educating them about your business and solutions. This also helps keep your business “top of mind” with your subscribers, so they don’t forget about you and will come back to your website when they’re ready to make a purchase, schedule an appointment, etc. (Works great for both first-time customers and repeat customers!)

How do I capture leads?

“Lead magnet” is the marketing term for an incentive that a business offers to potential customers in exchange for their contact information, like a phone number or email address.

Lead magnets come in a variety of shapes and sizes. They can be whatever suits your business, taking into consideration many factors such as target audience, budget for creating the lead magnet, business goals, etc.

Good examples of lead magnets include:

  • PDF checklist
  • Customized report
  • Templates
  • Graphics package
  • Sample size items
  • Coupons
  • Case studies
  • …And more.

How to capture the leads depends on what you’re offering. To help convert a prospect into a customer, your website should have a lead capture box shown prominently. You can even have the lead capture appear in a sliding popup on every page of your site.

You also can and should incorporate lead capture into your landing pages. For example, if you want to provide a free eBook – perhaps a free chapter from a book you’re promoting – you can set up a landing page to collect their name and email address. Then, you can use an automated email to send them the free chapter, and now you’ve added one more entry to your marketing list.

Ultimately, having a lead magnet and lead capture on your website provides you with many opportunities to help increase conversion and make more sales.

So how do you create the best lead magnet for your business? What do you think your target audience would be attracted to? What are your goals for growing your business?

If you need help creating a lead magnet or adding lead capture to your website, click here to schedule a free 30-minute consultation or call us at (800) 764-8528.

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Why Do I Need an SSL Certificate? https://www.theartofonlinemarketing.com/2018/10/why-do-i-need-an-ssl-certificate/ https://www.theartofonlinemarketing.com/2018/10/why-do-i-need-an-ssl-certificate/#comments_reply Wed, 31 Oct 2018 05:53:13 +0000 https://www.theartofonlinemarketing.com/?p=11287 Not sure what an SSL Certificate is or how to tell if your website has one? Check out our previous blog post: What is an SSL Certificate? here. According to Google, ALL information submitted through your website should be secured…

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Not sure what an SSL Certificate is or how to tell if your website has one? Check out our previous blog post: What is an SSL Certificate? here.

According to Google, ALL information submitted through your website should be secured with an SSL Certificate. Over half of the websites on the web utilize an SSL Certificate to safeguard their traffic.* When using Google Chrome, you may have noticed the “Not Secure” label in the location bar. Google is now applying this label to any website without an SSL Certificate. In the past, you may have thought your website didn’t need an SSL Certificate because it doesn’t collect data from users. However, now that Google is recommending it for all websites and also applying a warning to sites without it, it’s very important to ensure you have an SSL Certificate for your website.

Some of the benefits to putting an SSL Certificate on your website:

  • Keeps Data Safe: When a user on your website submits a contact form, credit card information or logs in, an SSL Certificate keeps their information secure.
  • Improves Your Google Ranking: When Google calculates where in the search results your website should land, it takes into to consideration whether or not you have an SSL Certificate.
  • Let Users Know They Can Trust Your Site: When a visitor to your website sees that you have an SSL Certificate, they can be confident that any data they provide is secure. An SSL Certificate gives a higher credibility to your website.

Protect the visitors of your website before asking them for any information about themselves. They will appreciate knowing you take their security seriously. Contact us today by filling out the form below or calling (800) 764-8528 to obtain an SSL certificate to your website.

*https://www.wired.com/2017/01/half-web-now-encrypted-makes-everyone-safer/

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Changes in Facebook Advertising After a Year of Scandal and Regulation Updates https://www.theartofonlinemarketing.com/2018/09/changes-in-facebook-advertising-after-a-year-of-scandal-and-regulation-updates/ https://www.theartofonlinemarketing.com/2018/09/changes-in-facebook-advertising-after-a-year-of-scandal-and-regulation-updates/#comments_reply Mon, 17 Sep 2018 07:38:02 +0000 https://www.theartofonlinemarketing.com/?p=11244 If you’ve depended on Facebook Advertising to bring in more business, then this past year was a real pain in the butt for you. The General Data Protection Regulation (GDPR) stemming from the European Union went into full effect this…

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If you’ve depended on Facebook Advertising to bring in more business, then this past year was a real pain in the butt for you.

The General Data Protection Regulation (GDPR) stemming from the European Union went into full effect this past May 2018, changing the way many businesses around the globe market to customers. If you collect data from individuals residing from within the EU, then you’ve got to comply to the new set of laws. If you target EU citizens with Facebook Ads, that means you too.

And let’s not forget about the great data scandal when data broker firm Cambridge Analytica was found scraping sensitive user information to influence political decisions for Facebook users in 2016. It was such a big deal that Facebook actually removed the popular feature “Partner Categories” which negatively impacted many advertisers who depended on it for precise audience targeting.

To learn more about these events, and to see what changes were made with Facebook Advertising because of them, head over to our latest Entrepreneur.com article. Be sure to share it with your network and team so that you’re all up-to-date.

Not sure what changes to make to your marketing strategy? Need help setting up a new social media ad campaign that keeps you compliant? Give us a call at 800-764-8528 or send us a message using our contact form here.

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